1,300 Reasons Why Calendar Advertising Provides the Most Bang for Your Buck
When it’s time to decide which direction to go with your next promotional product purchase, we have about 28,000 different options. So, it’s safe to say that what to buy isn’t always the easiest decision to make, which is why we take a consultative approach to what we do as customer service/salespeople. If you call us and want to simply place an order for 1,000 tote bags and pens, that’s totally fine! However, we’re residual marketing experts, so take advantage of the knowledge we have, especially when it comes to getting the most bang for your buck.
Residual marketing is what our industry is based on. It’s very simple, and that’s the beauty of it. Instead of putting up a ton of money for a billboard along the interstate or buying a cable TV or radio ad, you can spread your message far and wide by giving your current or potential customers a simple item with your name, contact information, and logo that they will see over and over again. Whether consciously or subconsciously, your message is constantly being absorbed by your target market.
A massive, colorful, lit-up billboard towering over the highway is impressive, no doubt. Impressive for the three seconds you get to look at it before you need to pay attention to the 4,000-pound mass of steel you’re careening down the road in at 70 MPH! After that fleeting moment passes (if it even happens in the first place), the message is more than likely lost and there is barely any residual effect (plus, it’s dangerous)! And I don’t know about you, but I simply do not watch TV commercials thanks to the DVR’s I rent from the cable company for $15 a month. Worth every penny!
That being said, there is your tote bag, the funny or clever stress ball, or incredibly awesome iPhone 4 acoustic amplifier. All of these items are great choices, look great with your information on them, and their lucky recipients will undoubtedly see the value in them, whether utilitarian or entertainment. They’ll also remember exactly who they got it from every time they use it. You couldn’t possibly pin-point your audience more directly with any of those choices, or, for that matter…. anything else we offer.
You have a ton of tools at your fingertips, so let’s talk about what is probably the most effective one of all…. CALENDARS.
Example 1: You may laugh, but the owner of the local pizza place by my house is a marketing genius. I don’t know where he went to school, or for what, but I do know that he’s smart enough to hand out stick-up calendars to every one of his customers. I have another calendar in my kitchen that I spent about $20 on, but I look at the one my pizza guy gave me much more frequently because it’s on my refrigerator, which I use every day…making the Salvador Dali one that I bought purely for aesthetics. So about twice a month, this purveyor of fine Chicago-style pizza gets an absolutely ridiculous return on his tiny little investment when I spend an easy 20 bucks on a large pepperoni with green peppers and garlic. Simple, useful, inexpensive, and extremely effective. He couldn’t have chosen a more perfect give-away, but now he just needs to buy them from me!
Example 2: There is a freight company I use at work pretty often to save money for my customers when shipping large orders, and the owner’s wife buys calendars from me along with a few other items. I got a small package from her last November, a couple weeks after she placed her calendar order, and guess what was in it….a calendar! The very one I sold her! I cracked up at the idea of the whole thing coming full-circle, and we had a good laugh on the phone about it, but the REALLY funny thing is that I probably look at that calendar 10 to 20 times a day. I could care less if it has custom semi-trucks on it (sorry, Nancy!), but it’s 2 feet from my computer monitor. I used to call 2 or 3 companies to get shipping quotes, but now I call only one, and I have their phone number memorized. I would be lucky to remember my Mom’s phone number, but my shipper’s 800 number is permanently etched into my memory.
For as long as I work here at Quality Logo Products, I’ll never forget Nancy’s gesture, and I’ll expect a new 2012 calendar from her as soon as she places her next order in a couple weeks. It will have more trucks on it, and even more “call so-and-so at 10am!” or “sales meeting!” style-notes scribbled all over the place. Yes, I set reminders for myself in Outlook all day, but there is something to be said about the visual and tangible aspects of a calendar. As much as Nancy helped out myself and QLP by purchasing a couple thousand of those things, she also did me a favor by helping me stay organized. And when I need to know what day it is next Wednesday, I have her to thank for that too.
I also know that their trucking company is always on time and extremely competitive, as I’m reminded of that several times a day, 5 days a week, 52 weeks a year. In total, and to be very conservative with the numbers, if I look at Nancy’s calendar only 5 times per day, 5 days a week, then I’m being exposed to her company name, logo, phone number, and website 1,300 times per year. ONE THOUSAND THREE HUNDRED TIMES! You want to hear an even crazier number than that? The calendars she purchased were nice, but they only cost about $2.29 each. In total, they spent about $4,500 this year on calendars, but I’ve sent them more than that in business. Just me alone! I can only imagine how effective they are for her across the board. If you can find another promotional product of any kind that gets you that much exposure for that small of a price, your next order with QLP is on me.
It might sound a little old fashioned, I know. It isn’t that incredibly awesome iPhone 4 thingy that I mentioned earlier…BUT…for the life of me, I can’t think of another promotional item we sell that is anywhere near as effective as calendars. Nothing else is even in the ballpark.
The simple truth is that calendars work. You need to stretch your dollar as far as possible in the current business and financial environment, and being efficient in your advertising and marketing efforts is key to both survival and success. We have over 500 different varieties and styles of calendars; one of them is perfect for you, so give us a call and ask which one it is… it really is that easy!
Which type of calendar is your favorite? How many times a day do you glance at your calendar?
Image credit to cangaroojack.
When Jay isn't doing sales at QLP, he's thinking deeply about advanced mathematics, space, and 7/8 time signatures. He's a die-hard fan of the greatest team in sports, the Chicago Bulls, and strangely obsessed with a band called Phish. He's also into obscure jazz fusion (isn't it all?), hip hop, something called "turntablism," the act of doing whatever that last thing is, and is a recovering sneaker addict who may never be fully cured.